These adolescent males are not jocks. They are not hovering around the soccer field, not lifting weights in the gym, not even sitting on the bench during a high school baseball practice. They have no interest in Gatorade Culture. They are, in fact, more drawn to a 7-Eleven parking lot, or a video arcade. They are, despite the gravity defying, jailhouse chic of their jeans and scruffy stocking caps, the emerging technorati of their peer group. Indeed, their parents may nag them a bit about how much time they spend playing games on the Internet, but they are also the “go to” guys when it’s time to connect the new printer or load the software.
These teen boys are not drinking Coke. They are not drinking designer ...
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